This bill aims to restrict the use of certain images and phrasing in alcohol packaging that are attractive to minors. It amends RSA 179:31 to include restrictions on subject matter, illustrations, and packaging and labeling that are reasonably likely to induce minors to drink. It specifically mentions illustrations, subject matter such as cartoons, toys, robots, fictional animals or creatures, likeness of characters or phrases, or other attributes that are consistent with products marketed towards minors. The bill also prohibits alcohol products that are named, packaged, marketed, or designed in a way that mimics or causes confusion with trademarked non-alcohol products. The Liquor Commission will be responsible for enforcing these restrictions and will adopt rules for enforcement. Appeals to decisions made under these restrictions can be made to a board composed of the chair of the liquor commission, the director of New Futures, and a representative of the New Hampshire Brewers Association. The bill will take effect upon its passage.

The fiscal impact of this bill is indeterminable. The Liquor Commission anticipates that the new requirements will require a more detailed review of packaging and labels, but they are unable to estimate the amount of additional time needed for this process. The Commission also cannot predict how many additional labels will be submitted in the future or how many may not comply with the requirements of the bill. Additionally, the Commission is unable to predict the amount of time and personnel needed for the appeals board described in the bill.

Statutes affected:
Introduced: 179:31